Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian Moisturizer Originote di Kalangan Gen Z Kota Jambi
DOI:
https://doi.org/10.55606/jubima.v3i1.3822Keywords:
Gen Z, Moisturizer, Price, Product Quality, Purchase DecisionAbstract
This research aims to analyze the influence of product quality and price on the purchase decision of Originote moisturizer among Gen Z Jambi City. The independent variables in this study are product quality and price, while the dependent variable is the purchase decision. The research method used is quantitative with the type of associative research. Data was collected through a questionnaire distributed to 97 respondents who are Gen Z in Jambi City. Data analysis using multiple linear regression. Research results show that product quality and price simultaneously have a significant effect on the purchase decision of Originote moisturizer. Partially, product quality has a positive and significant effect on purchasing decisions, and price also has a positive and significant effect on purchasing decisions. Variations in purchasing decisions can be explained by product quality and price.
References
Agyapong, A., Ahfi, J. D., & Kwateng, K. O. (2018). Examining the effect of perceived service quality of health care delivery in Ghana on behavioral intentions of patients: The mediating role of customer satisfaction. International Journal of Healthcare Management, 11.
Anuar, S. (2019). The influence of compensation on employee loyalty at PT X. E-Jurnal Manajemen Universitas Udayana, 8(6), 3674.
Baihaqi, B. (2023). Mampu torehkan transaksi gemilang, The Originote raih penghargaan Brand Choice Award 2023. Retrieved from https://www.neraca.co.id/article/180378/mampu-torehkan-transaksi-gemilang-the-originote-raih-penghargaan-brand-choice-award-2023.
Kartajaya, H., Setiawan, I., & Kotler, P. (2021). Marketing 5.0: Technology for humanity. Wiley.
Kotler, P., & Keller, K. L. (2022). Marketing management (16th ed.). Pearson Education.
Kotler, P., Armstrong, G., & Balasubramanian, S. (2024). Principles of marketing (19th ed.). Pearson Education Limited.
McKinsey & Company. (2021). Gen Z dan perilaku konsumsi: Karakteristik Gen Z. Retrieved from https://www.mckinsey.com.
Robi’ah, D. W., & Nopiana, M. (2022). Pengaruh persepsi harga dan kualitas produk terhadap keputusan pembelian produk skincare Avoskin. YUME: Journal of Management, 5(1), 433–441. https://doi.org/10.37531/yume.vxix.235
Sari, T. P. (2023). Pengaruh electronic word of mouth, harga, dan citra merek terhadap keputusan pembelian produk skincare The Originote. JAMMI - Jurnal Akuntansi Ummi, 4(1), 24–35.
Schiffman, L. G., & Kanuk, L. L. (2021). Consumer behavior (12th ed.). Pearson Education.
Sianipar, R., & Salim, V. (2019). Faktor etos kerja dan lingkungan kerja dalam membentuk loyalitas kerja pegawai pada PT Timur Raya Alam Damai. Jurnal Manajemen dan Bisnis, 8(6), 3674.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: CV Alfabeta.
Sugiyono. (2020). Metode penelitian kuantitatif, kualitatif, dan R&D (2nd ed.). Alfabeta.
Sulistyawati, B. S., Istiqomah, F. N., Mustofa, H., Diski, K. M., Sukma, N. M. V., & Rahadhin, M. D. (2023). Pengaruh persepsi harga dan brand image terhadap keputusan pembelian: Studi kasus konsumen Wardah Cosmetics Surakarta. Jurnal Ilmiah Manajemen dan Bisnis, 6.
Tjiptono, F. (2019). Strategi pemasaran: Prinsip dan penerapan. Andi Publisher.
